Red Desk Electric is the fledgling brainchild of a musician who prefers to create songs with others and build his own guitar pedals from scratch with transistors and a soldering iron.

A red-colored desk in the combination mark is a given to form a deep connection in the viewer between the name and the image and establish recognition when the symbol is separated from the text. The school desk speaks to the youthful spirit of learning from one another and creating new things every day. To further suggest the indie nature of the music made there, the company name is rendered in a marker-like scrawl, like someone doodling their favorite band name when the teacher isn’t looking.

For written content the typeface used is Gotham, which offers a screen-friendly, airy yet smart tone to this upstart venture.